Being the massive RuPaul fans we are, Radarr has been tracking the social media buzz around season 13 in Southeast Asia to uncover which queens are the fan favorites, who has the biggest social media following, and what viewers are saying about each episode.
In this post, we’ll bring you the highlights from the first 6 episodes of season 13!
Social Media Follower Leaderboard
If you’ve been following RuPaul for some time, you’ll notice that season 13 is a little special. In a surprise twist, the first episode saw half the cast immediately “eliminated” (well, sort of) and grouped into the Pork Chop Queens. The “eliminated” queens were not really given the ax, but instead, given another chance to showcase their talents separate from the first group of queens who won the challenge in episode 1.
Interestingly, queens who were eliminated saw significant growth in their follower count post-elimination, even surpassing some of the remaining competitors on the leaderboard, as seen by Kahmora, Joey Jay, & Tamisha Iman’s placement in W4, W5 and W6 respectively.
Social Media Share of Voice
The Share of Voice chart measures which queen is driving the most organic mentions on social media. The higher the share of voice, the more mentions a queen has amassed.
Despite Symone’s high follower count on Instagram, her relatively low share of voice of 4% indicates that she may not be a fan favourite in Southeast Asia. The most discussed queens on social media in the past 4 weeks were
Denali: 28% of all social mentions
Tamisha Iman: 13% of all social mentions
Gottmik: 12% of all social mentions
With the help of Word Clouds, a visualization of the most frequently mentioned keywords, we’ll uncover what kind of conversations are happening on social media in relation to the queens.
Denali’s WordCloud
Words like flip, lipsync, legendarysplit, and assassin are a testament to Denali’s showmanship and her branding as a fierce and captivating performer. Social media mentions about Denali typically peak after her performances on the show, as well as from her now-viral ice-skating video on Twitter.
Denali and Kahmora Hall’s lipsync battle in episode 4 also created buzz on social media, given her close bond with the fellow Chicagoan.
Tamisha Iman’s WordCloud
Tamisha Iman’s extensive experience as a drag queen has seen the emergence of fan hashtags such as #imandynasty and #imanpower. While she is known for her motherly presence, viewers caught a glimpse of her not-so-nice side during a heated argument with Kandy Muse in episode 5.
In the episode, Tamisha accused Kandy of being arrogant, which caused a clash not just between the 2, but also divided the entire group of queens to take sides. Her departure from the show in episode 6 was an emotional exit for many viewers.
Gottmik’s WordCloud
From winning the Ball challenge wearing outfits constructed using just bags, to the iconic Train Runway look which incorporated the colours of the Trans flag, Gottmiks’ outfits are a popular topic of discussion among viewers. The outcome of episode 5 was also a huge subject of contention, with fans hoping for both Utica and Gottmik to win.
Bee sneaking also appeared in the Word Cloud because of the hilarious bee scene in episode 5, where a bee interrupted the friend group’s discussion outdoors, causing them to break out in hysterical laughter.
We are only ⅓ through the competition at this point, and we’ll be sharing more RPDR updates in the coming months. Keep your eyes peeled and check our Instagram page every Monday for weekly updates!
Christmas and New Years’ may be around the corner, but something else has been causing a stir on social media: Phase 3 of Singapore’s reopening.
Despite recording little to no community cases in recent months, Singapore has continued to enforce restrictions on social gatherings, adopting a phased approach to returning to pre-COVID.
Prime Minister Lee Hsien Loong recently announced the highly-anticipated Phase 3, which drew a mixed bag of reactions from netizens – similar to what we found on social media during Phase 2.
Using social media data captured by our social listening tool, Radarr, we uncovered the top reactions and sentiments of netizens towards Phase 3. Although the easing of restrictions brought about feelings of excitement and gratitude, netizens also raised concerns about the welfare of migrant workers, who continue to be under tight restrictions.
Read on to find out what else netizens had to say:
Whether you’re a digital marketer tracking the launch of a new product or a content creator looking to up your game, the primary goal of any marketer remains the same – to promote a product or service to a target audience with the ultimate goal of driving awareness and sales.
To do this, marketers previously needed to invest in costly tracking tools and research programs. However, the advent of social listening has made it possible for marketers to monitor campaign performance, get consumer insights, source new influencers, and much more – simply by tracking mentions of a particular topic of interest on the internet.
Read on to find out how the role of a marketer can be made more manageable with the help of social listening.
Campaign Tracking & Reporting
Digital marketers who run marketing campaigns understand the importance of tracking conversions, CPCs, CTRs, and other quantitative metrics – but how sure are you that these are the right metrics to measure success? While generating traffic or making sales are great performance outcomes, it’s important to dig deep into the organic conversations as well.
Social listening provides marketers with an insight into:
Key conversation themes being discussed: What kind of conversations is your campaign driving among audiences?
Overall sentiment: Are there any aspects of your campaign, brand, or product that may be receiving negative sentiment? What are these negative sentiments in relation to?
Campaign share of voice: How much more or less is my campaign being talked about online in comparison to my competitors’ campaigns?
At the end of a marketing campaign, having a combination of qualitative and quantitative insights will provide more holistic learnings that can be integrated into future marketing campaign strategies.
Gone are the days when marketers could rely solely on their sixth-sense and gut feeling to direct their content strategies. Given the time and resources it takes to develop content, why wouldn’t you want to ensure that it’s engaging and relevant to your brand’s audience?
Social listening offers content marketers a wealth of data to get inspiration and ideas from, such as user-generated content and viral content.
Coming up with fresh content can be a daunting and lengthy task, especially if you’re feeling uninspired. What could be a better way to promote your brand or product, besides leveraging on existing content created by your own consumers? By using social listening to track what consumers are sharing about your brand or product, you’re bound to find high-quality photos, videos, or reviews that can be re-shared on your brand’s social pages.
Once upon a time, memes and viral videos were only circulated on social media by the average person. Brands have since recognized the engagement and interest driven by these memes, hijacking them and creating marketable content out of it.
Take the 10 Year Challenge for instance – what started as a challenge for individuals to share side-by-side photos of themselves 10 years apart, became an avenue for brands to show how they have evolved (the glow up of the Xbox controller), or remained the same (like Lego).
But how can you stay on top of trends? And more importantly, how do you know if a trend is worth riding on? The 20/Twenty social listening platform offers some useful features to determine if a trend may go viral:
Impact Score™: Radarr’s proprietary algorithm that assigns scores to online content depending on the volume and type of engagement received. The higher the Impact Score, the more engaging the content is.
Virality™: A predictive feature that uses advanced machine learning technology to identify content that is already viral, as well as content that is likely to go viral. If you spot content that is likely to go viral, it may be worth leveraging on it.
In addition to the above metrics, our Trendspotting Checklist is another great way to assess if, and when, your brand should hop on a social media trend.
Influencer Identification
With the rise of social media, celebrities are not the only ones brands are engaging for endorsement. Consumers are now looking to online influencers for product information, and these advocates definitely help nudge purchase decisions. Despite numerous studies supporting the impact of these online personalities in driving conversions, most brands lack a data-driven approach in the selection of their influencer community.
There are many layers to consider when qualifying an influencer, and since most of their content is on social media, social listening comes in handy for marketers who wish to discover and track their online performance. If your brand is just starting to leverage influencer marketing, your team will likely find themselves asking “Who should I engage?” and “Where can I find them”?
Step 1: Quantitative Analysis
The first step is to explore the digital ecosystem and narrow down who are the main personalities driving conversations in your industry, what their persona is, and if it fits your brand proposition. Metrics to consider include:
Impact Score™: A proprietary algorithm that assigns scores to online content depending on the volume and type of engagement received. The higher the Impact Score, the more engaging the content is.
Engagement scores (likes, shares, comments, views): Influencers with high engagement metrics such as likes are great, but individuals with more comments and shares are indicative of a stronger engagement with their followers.
Overall post sentiment: If your influencer is driving more negative sentiments than positive, they may not be the best fit for your brand or product.
Step 2: Qualitative Assessment
Once you have qualified prospective influencers based on digital metrics, the next step will be to deep-dive into their posts and conduct a qualitative analysis on their page personality, content, and overall alignment with your campaign objectives. Even if you are only engaging the influencer for a short period of time, their profile and identity outside of your campaign will shape consumers’ perceptions of your brand.
In today’s world, the role of the PR practitioner is constantly evolving and involves so much more than press releases, press conferences, and managing crisis situations. From competitive analysis to tracking brand health, the day-to-day responsibilities of a person in Public Relations & Corporate Communications can be made much more manageable with the help of social listening.
From unsatisfied customers to social media blunders, most brands are bound to experience a crisis situation at some point. However, what can make or break a brand’s reputation is how the crisis is dealt with. Before formulating a plan of action and crafting up a response, it’s important to first get the facts:
Who is talking about it?
What are they saying?
Where are these conversations happening?
Why do they feel this way?
Having a good social listening tool on hand will allow you to keep track of the relevant conversations and answer all of the questions above, providing you with the insights needed to manage the crisis.
Staying on top of every single mention can be time-consuming, which is where alerts come in handy. Our social listening tool, 20/Twenty, offers users the ability to easily set up real-time alerts to keep you updated when developments occur. There’s a wide range of real-time alert options available for you to choose from. Some of the most important alerts we recommend for PR teams include:
Negative Sentiment Alert: Be notified when conversations with a negative sentiment exceed a certain threshold
Influencer Alert: Stay updated if an influential person with a significant number of followers has mentioned the crisis
Engagement Alert: Receive a notification if a mention garners a high volume of engagement
Measuring Public Relations & Corporate Communications Efforts
A lot of resources go into launching a campaign or introducing a new product, which is why it’s so important to measure the impact of these efforts. Social listening can help uncover how much interest a campaign is getting, how many people are talking about it, the sentiments behind these mentions, and much more.
In addition to tracking mentions, 20/Twenty’s Insights section displays important metrics to understand how a campaign has performed. Some of these include:
Volume of Conversation: How many people are talking about it?
Conversation Themes: What are people talking about?
Conversation Sentiment: Are people reacting in a more positive, negative, or neutral manner to it?
Channel Analysis: From Facebook to Blogs, which channels are most of the mentions coming from?
Share of Voice By News Sources: Which media publications have shared the most coverage?
The Conversation Over Time chart displays positive, negative, and neutral conversations over a period of time. Want to find out more about peaks in conversations? Simply right-click on any point and you’ll be able to view the actual conversations in the platform.
Competitive Analysis
Ever heard of the saying “Keep your friends close, but your enemies closer”? If you’re not currently engaged in competitive analysis, chances are your competitors are already keeping tabs on you. While it’s crucial to listen in on what your consumers are saying, it’s equally important to keep an eye (and ear) on your competitors’ organic conversations.
Social listening can provide brands with competitive insights such as:
Campaign Performance: How well do competitors’ campaigns perform compared to your brand?
Brand & Product Sentiment: What do competitors’ consumers think of their brand and product?
Social Media Engagement: What kind of social content generates the most engagement for competitors?
Share of Voice: Which competitor has the largest share of voice in the market?
The Share of Voice chart in 20/Twenty is particularly useful when comparing the volume of organic conversations across competitors. In the chart below, it is evident that Shiseido is driving the most conversations.
If you have any questions or would like to find out more about how Public Relations and Corporate Communications teams can leverage social listening, reach out to us at insights@www.radarr.com and we’ll be in touch!
So what does adding the word social do to their meanings?
Social Monitoring
The act of social monitoring is when you recognize and react to brand mentions on social media.
This could be answering queries through a customer service representative, interacting with consumers on social media through a social media manager, or taking note of pain points your customers usually experience with your product. Social media monitoring is more of a reactive approach. Pringles is a brand that engages in this, by regularly responding to consumer queries and feedback on social media sites such as Twitter:
Social Listening
The act ofsocial listening, on the other hand, is when you gather data from and extract insights around:
(a) Organic brand mentions (b) Organic industry mentions (c) People organically sharing an opinion about your product or your industry/ competitors
With social listening, you do not necessarily have to react by personally responding to these mentions. Instead, you proactively try to find learning points from the myriad of data you’re gathering. You also look at data from a much broader perspective compared to social monitoring. Some examples include trend-spotting, pattern recognition, and consumer insights, which can then be translated into better marketing & content strategies.
In essence, social monitoring is a subset of the broader social listening process – the former as a goal of enhancing engagement with their current consumers, while the latter is an analytical effort to make more informed decisions & strategies for the brand moving forward.
Should I Monitor or Listen?
It’s important to note that there is no “better” option between social listening and social monitoring. While your business may have long-term goals such as establishing a strong brand image, achieving this also requires meeting short-term goals such as maintaining positive brand sentiments through continued customer satisfaction.
Social monitoring is great for staying on top of customer questions, complaints, or feedback, but social listening looks at the bigger picture and can provide insights into your consumers and competitors that you may not have been looking for.
If you’d like to find out which technique (or both) is best suited for your brand, feel free to reach out to us at insights@www.radarr.com.
